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本文主要考虑时间和温度因素对生鲜食品的质量影响,构建生鲜食品新鲜度函数和市场需求函数,研究由供应商和零售商组成的二级生鲜食品供应链,在传统销售渠道和网上直销渠道共存情形下的混合渠道协调问题,探讨在分散决策下Stackelberg博弈和Bertrand博弈情形以及集中决策下均衡解的变化。设计了联合应用收益共享契约、成本共担契约和批发价格折扣契约的协调机制,通过契约参数的合理设计实现传统渠道和网上直销渠道的协调。最后通过数值算例的仿真验证了相关结论。
This paper mainly considers the time and temperature factors on the quality of fresh food, build freshness function of freshness function and market demand function, study the secondary fresh food supply chain composed of suppliers and retailers, in the traditional sales channels and online The problem of mixed channel coordination under the condition of direct channel coexistence, and the change of equilibrium solution under the condition of decentralized decision-making under Stackelberg game and Bertrand game and centralized decision-making. The coordination mechanism of applying the revenue sharing contract, the cost sharing contract and the wholesale price discount contract is designed, and the coordination of the traditional channels and the online direct sales channels is realized through the rational design of contract parameters. Finally, the numerical simulation results verify the relevant conclusions.